FedEx is a NFL partner and has had previous partnerships with Madden including delivering free copies of Madden 17 to unsuspecting fans during this year's launch.

Madden Ultimate Team was also the game mode played in the Madden Bowl and that's another area that FedEx is involved with:

FedEx and Madden Ultimate Team (Photo: EA Sports)

Sponsored rewards has shown to provide effective ROI and positive brand sentiment for years within the gaming space. FedEx was also shown alongside the McDonald's Ultimate Team packs and rewards in game.

In a smart integration, there is a "FedEx Air 7 Ground" Player of the Week in the NFL, which is also part of the Madden 17 promotion and allows players to upload their highlights to be voted on to win.

FedEx Air & Ground Plays of the Week (Photo: EA Sports)

While this maybe a hybrid of in game/eSports Sponsorship, any Fortune 500 companies investing in the space is a good thing.

Here's a quick primer on the Madden Bowl occurring around the Super Bowl:

$250,000 Prize Pool

16 Players Start play in Orlando Today

Broadcast on Twitch, YouTube and Facebook

Finals In Houston Friday of Super Bowl Weekend

8:30PM On NFL Network

Great to see McDonald's invest in eSports.

While this looks like their 1st eSports sponsorship in the US, back in 2014 in Sweden, McDonald's launched the McFragbite and McHeaton burgers in honor of two of the country's most prolific gaming properties, Fragbite eSports news site and Counter-Strike player Emil Christensen, a member of eSports team Ninjas in Pyjamas.

Here's Christensen with his custom burger:

McHeaton Burger (Photo: McDonald's Sweden)

Look forward to seeing more investment from McDonald's within eSports.